The Palgrave Handbook of Interactive Marketing

Edited by Cheng Lu Wang ()

in Springer Books from Springer

Date: 2023
ISBN: 978-3-031-14961-0
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Chapters in this book:

Ch 43 Correction to: The Palgrave Handbook of Interactive Marketing

Cheng Lu Wang

Ch 44 Correction to: Ethical Considerations in Gamified Interactive Marketing Praxis

Samaan Al-Msallam, Nannan Xi and Juho Hamari

Ch Chapter 1 Interactive Marketing is the New Normal

Cheng Lu Wang

Ch Chapter 10 How Internet of Things Is Shaping Consumer Behavior? The Interactive Experience Between Customer and Smart Object

Ching-Jui Keng, Hsin-Ying Liu and Yu-Hsin Chen

Ch Chapter 11 The Physical Presence and Relationship Distance for Efficient Consumer–AI-Business Interactions and Marketing

Corina Pelau, Dan Cristian Dabija and Daniela Serban

Ch Chapter 12 Humanizing Chatbots for Interactive Marketing

Wan-Hsiu Sunny Tsai and Ching-Hua Chuan

Ch Chapter 13 Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing

Guillermo Calahorra Candao, Carolina Herrando and María José Martín- De Hoyos

Ch Chapter 14 Augmented Reality in Interactive Marketing: The State-Of-The-Art and Emerging Trends

Marc Riar, Jakob J. Korbel, Nannan Xi, Sophia Meywirth, Rüdiger Zarnekow and Juho Hamari

Ch Chapter 15 Interactive Marketing with Virtual Commerce Tools: Purchasing Right Size and Fitted Garment in Fashion Metaverse

Sadia Idrees, Gianpaolo Vignali and Simeon Gill

Ch Chapter 16 Virtual Influencer as a Brand Avatar in Interactive Marketing

Alice Audrezet and Bernadett Koles

Ch Chapter 17 Sentimental Interaction with Virtual Celebrities: An Assessment from Customer-Generated Content

Bình Nghiêm-Phú and Jillian Rae Suter

Ch Chapter 18 The Conceptualization of “Presence” in Interactive Marketing: A Systematic Review of 30 Years of Literature

Chen Chen, Xiaohan Hu and Jacob T. Fisher

Ch Chapter 19 The Platform Revolution in Interactive Marketing: Increasing Customer-Brand Engagement on Social Media Platforms

Zheng Shen

Ch Chapter 2 Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review

Deepak Verma, Satish Kumar and Divesh Kumar

Ch Chapter 20 When in Rome, Do as the Romans Do: Differences of Interactive Behaviors Across Social Media Networks

Qingjiang Yao

Ch Chapter 21 Enhancing Customer–Brand Interaction: Customer Engagement on Brand Pages of Social Networking Sites

Zalfa Laili Hamzah and Azean Johari

Ch Chapter 22 Live Streaming as an Interactive Marketing Media: Examining Douyin and Its Constructed Value and Cultural Preference of Consumption in E-commerce

Boris L. F. Pun and Anthony Y. H. Fung

Ch Chapter 23 Interactive Experience of Collaborative Online Shopping: Real-Time Interaction and Communication

Mohammad Rahim Esfidani and Behnam Izadi

Ch Chapter 24 Reconceptualizing eWOM Communication: An Interactive Perspective

Hongfei Liu and Chanaka Jayawardhena

Ch Chapter 25 Complaint Handling and Channel Selection in the Interactive Marketing Era

Mariola Palazón and Inés López-López

Ch Chapter 26 What Do We Know About Influencers on Social Media? Toward a New Conceptualization and Classification of Influencers

María Sicilia and Manuela López

Ch Chapter 27 Influencer Marketing: A Triadically Interactive Relationship Between Influencers, Followers, and Brands

Delphine Caruelle

Ch Chapter 28 Optimising the Effect of Influencer Marketing: Exploring Consumers’ Interaction with Different Influencer Types on Instagram

Daniella Ryding, Rosy Boardman and Rafaella Konstantinou

Ch Chapter 29 Applying Predictive Analytics in Interactive Marketing: How It Influences Customer Perception and Reaction?

Maggie Wenjing Liu, Qichao Zhu, Yige Yuan and Sihan Wu

Ch Chapter 3 From Direct Marketing Toward Interactive Marketing: The Evolving Interactive Marketing Tools

Anne Moes, Marieke L. Fransen, Tibert Verhagen and Bob Fennis

Ch Chapter 30 AI-Based Recommendation Systems: The Ultimate Solution for Market Prediction and Targeting

Sandra Habil, Sara El-Deeb and Noha El-Bassiouny

Ch Chapter 31 Deep Learning Applications for Interactive Marketing in the Contemporary Digital Age

Billy Yu

Ch Chapter 32 Personalized Recommendation During Customer Shopping Journey

Shobhana Chandra and Sanjeev Verma

Ch Chapter 33 Location-Based Proximity Marketing: An Interactive Marketing Perspective

Aida Loussaief, Edward Ying-Lun Cheng, Marta Yuan-Chen Lin and Julian Ming-Sung Cheng

Ch Chapter 34 Customer Interactive Experience in Luxury Retailing: The Application of AI-Enabled Chatbots in the Interactive Marketing

Ni Zeng, Liru Jiang, Gianpaolo Vignali and Daniella Ryding

Ch Chapter 35 Engaging and Entertaining Customers: Gamification in Interactive Marketing

Devika Vashisht

Ch Chapter 36 Interactive Experience of Physical Servicescape and Online Servicescape: A Review and Future Research

Zalfa Laili Hamzah and Muhammad Waqas

Ch Chapter 37 The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution from Physical Touch to Digital Touch

Ying Zhu

Ch Chapter 38 It’s Fun to Play: Emoji Usage in Interactive Marketing Communication

Ruijuan Wu

Ch Chapter 39 Consumer Incivility in Virtual Spaces: Implications for Interactive Marketing Research and Practice

Denitsa Dineva

Ch Chapter 4 Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review

Ayşegül Sağkaya Güngör and Tuğçe Ozansoy Çadırcı

Ch Chapter 40 The Dark Side of Gamification in Interactive Marketing

Chitrakshi Bhutani and Abhishek Behl

Ch Chapter 41 Ethical Considerations in Gamified Interactive Marketing Praxis

Samaan Al-Msallam, Nannan Xi and Juho Hamari

Ch Chapter 42 Value Co-creation or Value Co-destruction? the Role of Negative Emotions in Consumer-Firm Interaction in the Social Media Platform

Moreno Frau, Luca Frigau, Francesca Cabiddu and Francesco Mola

Ch Chapter 5 Interactive Digital Marketing Mechanisms: The Significance in Digital Transformation

Mona Rashidirad and Hamidreza Shahbaznezhad

Ch Chapter 6 Empowering Consumers in Interactive Marketing: Examining the Role of Perceived Control

Xiaohan Hu

Ch Chapter 7 How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Directions

Ya You and Yi He

Ch Chapter 8 Technological Innovations in Interactive Marketing: Enhancing Customer Experience at the New Retail Age

Sahil Singh Jasrotia

Ch Chapter 9 The Role of Artificial Intelligence in Interactive Marketing: Improving Customer-Brand Relationship

Wajeeha Aslam and Kashif Farhat

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DOI: 10.1007/978-3-031-14961-0

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